Google Confidential and Proprietary 1 Google Confidential and Proprietary 1

Kundene dine er digitale, er du? Siri G. Børsum Industry Leader Google Norway

Google Confidential and Proprietary 2 Google Confidential and Proprietary 2

Organisere all verdens informasjon og

gjøre det universielt tilgjenglig og så

brukervennelig som mulig.

Google Confidential and Proprietary 3 Google Confidential and Proprietary 3

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:: 500M+ brukere

:: 5M+ selskaper worldwide

:: 750M+ browser brukere

:: 3M+ apps i

Appengine

:: 250K+ utviklere

:: 72hrs/min

:: "Gangnam" 1B+V

:: 900M+ enheter

:: 1.5M+ nye/dag

:: 100B+ søk p/mnd :: 190M+ aktive

:: 500M+ across Google

:: 100M+ gigabyte

:: 1B+ aktive brukere

Big Data hos Google

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Surprice – reisende bruker internett

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Verdens største reisebyrå

Source: Google Research based on Nielsen Netview data (2011), Google survey and analysis (2012)

Note: ¹Behaviour of travellers in UK market; ²Behaviour of travellers in Danish market

Dreaming

Planning

Booking

Experiencing

Sharing

92%

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61% Tenker på søkemotorer som sin

“go-to” kilde for reiserelatert info

74% Av dem som søker etter reiserelatert

innhold klikker på betalte annonser

Source: Google/OTX, Traveler’s Road to Decision, US, Jul 2011

Fra første søk til kjøp 24 dager

Google søk er et viktig verktøy

55% Av reisende som starter prosessen med et

søk ender i et kjøp

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56% Starter med

et søk

65% Ikke

bestemt seg enda

95% Destinasjon

Google Confidential and Proprietary 9 Google Confidential and Proprietary 9 Source: Google internal data and analysis

Vi søker mer og mer hvert år

0,0

20,0

40,0

60,0

80,0

100,0

120,0

140,0

160,0

Indexed queries travel

Januar 12 vs 13

47%

juli 11 vs 12

20%

Juli 12 vs 13

34%

Google Confidential and Proprietary 10 Google Confidential and Proprietary 10 Source: Google internal data and analysis

9,5%

11,9%

15,1% 16,5%

17,7% 19,5%

24,0%

8,9% 11,2% 14,0% 15,0%

18,8% 19,6% 21,2%

0 %

10 %

20 %

30 %

40 %

50 %

60 %

70 %

80 %

90 %

100 %

2012 - Q1 2012 - Q2 2012 - Q3 2012 - Q4 2013 - Q1 2013 - Q2 2013 - Q3

Computers Mobile devices with full browsers Tablets with full browsers

45 % av alle reisesøk kommer IKKE fra en PC

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DIGITAL DARWINISM

Google Confidential and Proprietary 12 Google Confidential and Proprietary 12

Mitt favoritt hotell

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13 Google confidential

Myten om the Four Minute Mile

Google Confidential and Proprietary 13

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Etabler kontakt…

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1955: Fortune 500 selskaper

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Pleie forholdet…

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Er det verdt det…

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‘‘The ability to take data – to

be able to understand it, to

process it, to extract value

from it, to visualize it, to

communicate it: that’s going

to be a hugely important skill

in the next decades”

Hal Varian,

Google Chief Economist

Google Confidential and Proprietary 20 Google Confidential and Proprietary 20

Gjentatt besøk /

kjøp Sosial media / fra venner /

bekjente

Kjennskap til din

bedrift fra før

Søk

Offline

Online

Hvor kommer kundene din fra ?

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Hvilken strategi…

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"Det finnes kun en strategi”

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”Få kontakt med

forbrukeren der den eneste

skjermen som teller er den

som er foran dem”

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Tenk på brukeren…

Google Confidential and Proprietary 26 Google Confidential and Proprietary 26 Unngå dette…

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”Technology by itself will not deliver a competitive

advantage; what businesses do with it to develop a

unique, personalized customer experience will

matter most of all”

- Bain & Company (2012)

Source: Bain & Company (2012)

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Think with Google

www.thinkwithgoogle.com

28

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